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New Design from
Presentation Transformations
This is the re-designed
        version of
   Alex Greenwood’s
PR training presentation.

  Please see the original version of this
           presentation titled:

  Alex Greenwood, Original Design.
           Available on Slideshare
This presentation was
   designed for a group
training session and does
     not contain Alex
 Greenwood’s narration.
Comments about this design...
“Al really understands that getting your message across in
presentations starts with using tools like Keynote or
PowerPoint creatively and properly. He took my clunky
Keynote presentation and smoothed out the rough
transitions, fonts and multimedia elements. His expertise
transformed it into a consistent, creative presentation that
will help me focus on sharing information rather than
fooling with a gimmicky, clunky slide show. I appreciated
his laid back and collaborative approach.

I recommend Al and Presentation Transformations to even
the most seasoned presentation veteran.”

                                -Alex Greenwood
Alex Greenwood PR Presentation - New Design
Into Triumph
Strategies
 for working
   with the
news media.
Alex
Greenwood
20        Years
of experience in news
media, public relations
    and marketing.
Newspaper
Reporter and Editor
Radio Talk
Show Host
VP of Public Affairs
Alex Greenwood PR Presentation - New Design
M  ed ia
Tr ain ing
c hw rit ing
Sp ee
Cr isis
        nic atio ns
Com mu
Public relations is a profession that
 ethically identifies, develops and
creates strategies to communicate
  the key messages of the client.
P.R. is not...
Propaganda
Advertising
Marketing
P.R. Professionals
Writers/Editors
Spokespersons
Speechwriters
Strategic Planners
Media Relations Experts
Media Relations
?
  Who are these Media
people and what do they
    want, anyway?
What is News ?
Timely and
  relevant
information
Often contains
conflict and drama
Consists of notable or
 unusual happenings
scoop scoopScoop
scoop scoop scoop
                  scoop



                   scoop



                            scoop
   SCOOP
scoop




                                scoop
                        scoop
           Scoop
 scoop  scoop

op
op
op         scoopscoop
                 scoop
op         scoop            scoop

SCOOP SCOOP
 SCOO  scoop
                   sco
Is of general interest to
 a particular audience
The News
  Media
Newspapers
Local
National Magazines
Trade Publications
Radio News/Talk shows
Online News Sites
200,000,000
Podcasts
Media Roles/Needs
Inform
Compelling story
Sell publication
    or story
Act as a catalyst
  for change.
Make History.
Bring consumers
 and producers
    together
Reporters Rogues
     Gallery


There are lots of different
   kinds of reporters
Today’s
Discussion
The Basics about who the media
are and how you can get the best
 results through interaction with
 reporters, editors, bloggers and
      other news gatherers.
?
What do they want?
Content is...
They need ratings
They need to
sell papers.
Text




Website impressions
and unique visitors
Truth
 Facts
Truth is subjective, sadly so are facts in some cases these days.
Opportunity
Has a (Secret)
   Knock.
The secret is...
 Most people see the news
 media as something to be
feared or tolerated, not as a
    golden opportunity.
Look good, sound good...




 ...and never let’em see you sweat.
The Scenario
You’ve been asked by your
local newspaper to give an
interview at your office
about your company’s new
service.
Congrats!
An opportunity
Advertising = Awareness


 Good P.R. = Credibility
Be
Prepared
What’s the angle?
They want to interview you about your last
sustainability project.
Action Steps
 before the
  interview
Hold your horses!
Ask if the reporter is
    on deadline
Take time to prep with
  your PR person or
    project team.
Brainstorm
3 KEY
POINTS
Anticipated and ones you
       hope to get.
Make your answers into
  good sound bites.
?
What is a sound bite?
Sounds bites are clear,
concise, conversational,
catchy sentences that a
reporter can quote.
If they’re good, they can
shape the entire story.
Prepare 3 good sound bites.
Hallmarks of a

Good Bite.
Sizzle, not
Sizzle, not



   It’s his joke,
     not mine.
Humor is
 good...

            Use
           Caution
Absolutes, action words
   and analogies are
 absolutely good ideas.
cliches
“I know you
are, but what
    am I.”
Keep the hyperbole
  to a minimum.
The Three P’s
  Presentable.
    Positive.
  Professional.
Quick Tips for
phone interviews
ints  and
B ulle t po
     oun  db   ites
   S                AD
           --don’t RE
  Use them
         th em.
              into  your
    lend them
   B
           ersa tion.
       conv
Stand up
Alex Greenwood PR Presentation - New Design
Be Presentable
Look your best!
Make the interview
 site presentable
Be Positive
   Upbeat
   Pleasant
   Positive
Be Professional
The reporter has a job
  to do, so do you.
“Off the record”
Brevity is the mother
 of great coverage.
Sound bites
Wrapping up the
   interview
A brief interview is a
     good thing.
“Is there anything I
   forgot to ask?”
Short-sheet the reporter.
A few No-No’s...
Alex Greenwood PR Presentation - New Design
Don’t assume it’s
over until you’re out
   of the room.
Alex Greenwood PR Presentation - New Design
Errors and corrections
Crisis Communications
’t P a n ic
D o n
Stay Calm
Crisis Com
  Have a crisis
communications
   strategy for
 your company
  and any high
 profile project.
Crisis Com
  Have a crisis
communications
   strategy for
 your company
  and any high
 profile project.
Be honest
Be yourself
Alex Greenwood PR Presentation - New Design
Alex Greenwood PR Presentation - New Design
Social Media is a
     conversation.

If you aren’t listening and
 responding, you are just
      broadcasting.
Time to Go
The Media Seeks Content

An Interview is an
Opportunity.

Be Positive, Professional
and Presentable.

Be Prepared, too.

Sound bites help you
control the story
Time to Go
Say thanks.

Be yourself in a crisis--
your calm, honest self.

Use your power for good,
not evil in social media.

There’s more...
Beyond the
   Basics
  Seminar
Goes in-depth with
strategies, tips and
actual hands-on
practice.
Visit our website for more details
        about our services.
Questions?
For a PDF of this presentation, please email us:

               Alex@AlexGPR.com




Sign up for our PR Tips Newsletter and Read
       our AlexanderG Whiz Blog at:

             www.AlexGPR.com

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Alex Greenwood PR Presentation - New Design

Editor's Notes

  1. \n
  2. \n
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  8. 20 Years Experience in News Media, Public Relations & Marketing\n Former Newspaper Reporter & Editor\n Former Radio Talk Show Host\n Former Vice President of Public Affairs for Kansas City Public Television\n
  9. 20 Years Experience in News Media, Public Relations & Marketing\n
  10. \n
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  17. Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.\n
  18. Propaganda\n Advertising\n Marketing\n
  19. \n
  20. \n
  21. \n
  22. Writers/Editors\n Spokespersons\n Speechwriters\n Strategic Planners\n Media Relations Experts\n
  23. \n
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  29. \n
  30. News is timely and relevant info\n Often contains conflict and drama\n Consists of notable/unusual happenings \n Is of general interest to a particular audience\n A scoop\n
  31. \n
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  33. \n
  34. \n
  35. \n
  36. Newspapers\n Magazines\n Trade Publications\n Local Television News\n National Television News\n Radio News/Talk shows\n Online News Website\n Web Blogs -- Blogs\n Podcasts\n
  37. \n
  38. \n
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  40. \n
  41. \n
  42. \n
  43. \n
  44. \n
  45. Inform their audience\n Create a compelling story\n Sell publication/story\n Act as a catlyst for change\n Write first draft of history\n Bring together consumers and producers\n
  46. inform their audience\n
  47. Create a compelling story\n
  48. Create a compelling story\n
  49. Create a compelling story\n
  50. write a first draft of history\n
  51. Create a compelling story\n
  52. I cover all aspects of the media in my half-day seminar. I call it the Full Monty. Don’t worry, tho I bathe regularly, the clothes stay on.\n
  53. \n
  54. I cover all aspects of the media in my half-day seminar. I call it the Full Monty. Don’t worry, tho I bathe regularly, the clothes stay on.\n
  55. Content (is king)\n Ratings\n Circulation\n Hits/Visitors\n Truth/Facts\n
  56. \n
  57. \n
  58. \n
  59. Impressions and unique visitors\n
  60. \n
  61. \n
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  63. \n
  64. \n
  65. I cover TV interviews, radio, etc. in the Full Monty.\n
  66. \n
  67. Some may say that “Marketing pays for placement, PR positions for placement.”\n
  68. \n
  69. Ask the reporter what their “angle” is for the story. \n
  70. \n
  71. Hold your horses.\n Prep with your PR person or project team.\n Brainstorm.\n Identify THREE key message points.\n Questions anticipated.\n Questions you hope to get.\n
  72. Hold your horses\n
  73. \n
  74. Brainstorm\n
  75. Identify 3 Key message points\n
  76. Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.\nKey message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.\n
  77. Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.\nKey message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.\n
  78. \n
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  80. \nInterviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”\n
  81. Reagan’s humor worked because it was self-deprecative, and funny. Mondale also had a good one about Reagan’s economic plan he lifted from a popular Wendy’s commercial: “Where’s the Beef?”\n
  82. Sizzle, not steak.\n Humor is good, but be careful.\n Absolutes, action words and analogies are absolutely good ideas. \n If the cliche’ ain’t broke... \n Keep the hyperbole to a minimum. \nThey already have the facts, usually. They look to you for the human factor. \nAnalogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.”\nCliche’s work-- “If it sounds too good to be true, it probably is.” \nAction words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points. \nAbsolutes work: “Read my lips, no new taxes!” \n“Go ahead, make my day,”\nWatch out for exaggerations. “80,000 people here at Riverfest!”\nAlso remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”\n
  83. \n
  84. \n
  85. Humor is good, but be careful\n
  86. \n
  87. \n
  88. If the cliche’ ain’t broke... \n
  89. \n
  90. The other ‘P’ was Prepared, as in Be Prepared, remember?\n
  91. Have your key message bullet points and sound bites taped up where you can see them. Use them--don’t READ them, but blend them into your conversation.\n Stand up. Your energy will be higher, your voice brighter and stronger.\n Smile. Smiling on the phone conveys warmth, confidence and can bring tension down between you and the reporter. \n
  92. Have your key message bullet points and sound bites taped up where you can see them. \n
  93. Stand up. Your energy will be higher, your voice brighter and stronger.\n\n
  94. Smiling on the phone conveys warmth, confidence and can bring tension down between you and the reporter. \n
  95. Now back to our newspaper interview...\nLook your best. That includes personal hygiene and grooming.\nMake the interview site is presentable with few distractions.\n
  96. Personal grooming: nose hairs and dandruff, oh my.\n\n
  97. A dirty office is a distraction. Unruly people nearby is also a bad distraction.\n\n
  98. It’s tougher to write bad things about nice people.\n
  99. The reporter has a job to do, and so do you.\n Avoid “off the record” remarks.\n Brevity is the mother of great coverage.\n Get those sound bites in!\n
  100. \n
  101. Avoid “off the record” remarks.\n\n
  102. \n
  103. \n
  104. A brief interview is a good thing.\nWatch out for the “Is there anything I forgot to ask?” ask.\nShort-sheet the reporter. \n
  105. \n\n
  106. \n\n
  107. \n\n
  108. Don’t ask the reporter if you can approve the story before it is published.\nDon’t assume that because you’re walking to the door, the interview is over. \nJimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said:\n" I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.'\n"I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it."\nHe went down 17 points in the polls.\n
  109. \n
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  112. Never threaten. Call the reporter first. Editors are reasonable when you are.\n\n
  113. \n
  114. \n
  115. \n
  116. Be prepared--have a crisis communications strategy for your company and high profile projects.\nBe as honest as possible.\nBe as calm as possible.\nBe yourself. Let your corporate culture be reflected in your response. I have a blog post or two on AlexGPR.com on this.\n
  117. \n
  118. \n
  119. BNIM is moving in the right direction--but are you engaging enough?\n
  120. \n
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  123. \n
  124. If you want to learn more, including in-depth scenarios and training...you’ll want The Full Monty. It’s a great movie, too.\n
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  127. \n